Seems almost impossible for them to have success on the consumer market, as those just aren't the things your typical consumer thinks about. Consumers like hav

Seems almost impossible for them to have success on the consumer market, as those just aren't the things your typical consumer thinks about. Consumers like having e.g. reliable Maps, which is very difficult for anybody not-BigCo because they're the ones with data to do it. Apple, Google have thousands of people and billions of dollars invested in building consumer experience for their mobile phones/apps. Getting even a tiny fraction of that market as a startup would require something wholly original. Privacy-focused <x> isn't that thing. (See: email, past privacy-OS-for-desktop attempts). Not to mention, Apple is doing a half decent job with the privacy angle, too.